To make a new book, tap on a giant plus button and choose from 12 designs.

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Video aggregators Hulu (28 million monthly viewers) and Netflix (16 million-plus subscribers), not to mention the giant cable companies, are bigger brands with bigger followings for on-demand offerings.

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That is precisely the bet being made by the giant venture capital fund Kleiner Perkins with its billion-dollar-plus green fund.

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